A zero-click search is a query where the user gets what they need directly on the SERP and doesn’t click through to any third-party website. Examples include:

  • AI Overviews (AI summaries with supporting links)
  • Featured snippets (quoted content from one page)
  • Local Pack / Google Business Profile actions (calls, directions, messages)
  • Built-in modules: calculators, dictionary, currency, weather, sports, flights, time

Not every Search Query ends with a click. Increasingly, users get answers directly on the Search Engine Result Page (SERP) itself, whether through AI Overviews, Featured Snippets, Knowledge Panels, calculators, or Local Pack results. These outcomes are called Zero-Click Searches.

Why Zero-Click Happens Now?

Zero-clicks are not new—but their prevalence has grown as Google layers more features:

  • Answer-on-the-SERP: Instant modules (units, weather, dictionary) resolve common queries.

  • AI Overviews: Google synthesizes multiple sources; users may get enough context without clicking.

  • Local intent: Conversions (calls, directions) happen directly in Google Business Profile.

In short: Google increasingly satisfies intent in the SERP itself.

How Common Is Zero-Click?

Different studies show different numbers (because “zero-click” can mean slightly different things):

  • Semrush (2024): 25.6% of desktop and 17.3% of mobile searches ended with no click at all.

  • SparkToro + Similarweb (2024): Only ~374/1,000 U.S. Google searches produced clicks to the open web (the rest included zero-clicks or clicks to Google-owned properties like YouTube or Maps).

  • Pew Research (2025): When an AI Overview appears, only 8% of sessions click a link vs. 15% without AI.

  • Semrush (2025): By March 2025, AI Overviews appeared on ~13% of queries (up from ~6.5% in January).

Takeaway: Zero-click is real, but definitions differ—some track strict no-click sessions, others track only “no click to the open web.”

Who’s Most Affected?

  • News & Publishers: According to Similarweb, news-related queries with zero-click outcomes rose from 56% (May 2024) to 69% (May 2025), with parallel declines in Organic Traffic.

  • The Broader Web: Google argues AI-driven Search generates more total queries and “higher-quality clicks,” but industry reports highlight fewer outbound clicks for certain query types.

Zero-Click vs. Zero-Click to the Open Web

It’s important to distinguish:

  • Zero-Click (strict): The session ends without any click.

  • Zero-Click to the Open Web: The user might click, but only to a Google-owned property (e.g., Maps, YouTube) or act inside Google properties (e.g., call from Local Pack).

This nuance explains why some reports show higher or lower zero-click rates.

Common SERP Features Behind Zero-Click

  • AI Overviews

  • Featured snippets

  • Knowledge panels / entity cards

  • Local Pack actions (calls, directions, messages)

  • Calculators, dictionary, weather, conversions

These represent “answer-on-the-SERP” experiences.

Zero-Click SEO Playbook

How to win visibility and conversions even when users don’t click through to your site.

1. Optimize for SERP Influence (Not Just Clicks)

Zero-click doesn’t mean “zero value.” Being visible in AI Overviews, Featured Snippets, or Knowledge Panels still drives brand exposure and trust.

  • Structure answers concisely at the top of your page (definitions, lists, steps).

  • Use Heading Tags and clear formatting to increase snippet eligibility.

  • Support claims with authoritative sources and citations to increase Overview references.

2. Eligibility for AI Overviews

Google confirms: there’s no special markup or “AI schema.” Eligibility comes from Search fundamentals:

3. Capture Conversions Without a Website Click

Zero-click isn’t always a loss—it can still drive business outcomes:

  • Google Business Profile (GBP): Treat it as a conversion surface. Keep NAP (name, address, phone), categories, hours, menu/services, photos, and reviews current.

  • Track on-SERP actions (calls, direction requests, messages) in GBP Performance.

  • Optimize for Local SEO so you own real estate in the Local Pack.

4. Protect & Expand Your Branded Presence

Your entity presence matters more in a zero-click world:

  • Claim and optimize your Knowledge Panel.

  • Maintain consistent organization details, author bylines, and schema.

  • Build Reputation Management signals via citations and authoritative mentions.

5. Build Topical Depth & Evidence

AI Overviews and snippets prefer content with real-world grounding:

  • Add first-hand photos, test results, and benchmarks.

  • Use Long-Form Content that covers multi-step queries.

  • Create comprehensive Content Hubs for stronger topical authority.

6. Monitor SERP Changes

Zero-click surfaces shift quickly. Monitor regularly:

7. Measurement Beyond CTR

Don’t stop at “CTR went down.” Instead:

  • Segment queries with/without AI Overviews and compare click-through rates.

  • Use Google Search Console to track impressions vs. clicks.

  • Align with on-SERP conversions (GBP calls, messages, directions).

  • Measure engagement with Google Analytics: dwell time, conversions, bounce rates.

Balanced View: Is Zero-Click Good or Bad?

  • Pros

    • Faster answers improve UX.

    • On-SERP presence reinforces brand authority.

    • Local actions (calls, directions) convert without a site visit.

  • Cons

    • Fewer clicks for certain queries (especially news).

    • Traffic loss concerns have led to regulatory disputes (especially in Europe).

The reality: impact varies by industry and query type. The best path is measuring your own data.

Zero-Click SEO Checklist

  1. Structure concise, snippet-ready answers at the top of pages
  2. Use schema aligned with visible content
  3. Keep GBP fully optimized for local actions
  4. Strengthen entity presence (Knowledge Panel, bylines, citations)
  5. Add first-hand evidence (photos, tests, benchmarks)
  6. Build content hubs with strong internal linking
  7. Track SERP feature changes and measure AI Overview prevalence
  8. Segment CTR data and align with conversions

Final Thoughts

Zero-click is not the end of SEO—it’s the evolution of SEO. Success in 2025 means optimizing not just for clicks, but for influence, visibility, and conversions directly on the SERP.

The takeaway: stop chasing only traffic numbers. Instead, focus on authority, brand presence, and measurable business outcomes, whether they happen on your site or within Google’s growing universe of search features.

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